Walls appear in front of Mexican restaurants to promote 'Who Is America?'

Sacha Baron Cohen's new show "Who Is America?" is already causing its fair share of controversy in the U.S. -- and to promote it in Belgium, broadcaster BETV is running a potentially controversial stunt.

In a campaign by FCB agency Happiness Brussels, the broadcaster built brick walls overnight in front of three Mexican restaurants -- and attached a billboard for the show to the walls. Somewhat amazingly, none of the restaurant-owners were notified beforehand, but luckily, they had a good sense of humor and no complaints were filed.

Instead, the agency reports that the out-of-home installations left passers-by with "a mix of curiosity and discomfort"--which was of course the campaign's primary goal.

The seven-episode series is running on Monday nights on BETV.